Not so long ago we spoke with a Real Estate Agency who had been dabbling in social media.

They had seen a positive impact on their business from organic posts – however their paid advertising wasn’t nearly as good.

After a strategic meeting of minds, we suggested an breakthrough advertising campaign to see how the local market would respond to different advertising messages and methods on the Facebook advertising platform.

Facebook is our platform of choice as it has the fastest ad cycle. This allows us to see which ads perform and which don’t in the shortest span of time.

The Breakthrough Advertising Journey

With a small amount of ad spend over a six week period we ran multiple strategic breakthrough advertising campaigns to see how different audiences responded to different ad messages with one goal in mind: Find the message that resonated most and generated the best leads.

That was the goal. That alone.

The first thing we did was we took the conventional methods used by many real estate agencies across Australia & the USA and reverse engineered them.

We took the messages, the methods and the market to see what worked locally in a few of their key suburbs for a Perth real estate agency.

The bad news…

None of them generated great results.

Let that sink in for a minute.

NOTHING THAT OTHER AGENCIES AROUND THE WORLD WERE CURRENTLY USING WORKED EFFECTIVELY.

The response was ordinary… only a little bit better than terrible.

However, now that we (and our clients) were armed with this knowledge, we were able to craft ground breaking ads that generated in excess of $700,000 in value.

Through our analysis of the data and user activity we were able to gain valuable insight into how different audiences responded to different campaign types and different advertising messages.

Here is what we tested:

Audiences

Campaign Objectives

Ads with different images, leading headlines and calls to action

For example, which of these three commonly used calls to action would work best? (The results might surprise you)

Free Appraisal

What’s Your Home Worth?

Get an Assessment

Our Breakthrough Advertising campaign helped us see how many people interacted with the different calls to action so we knew what to do in the future campaign.

Why breakthrough advertising is so valuable

We now understood that a new approach would very likely generate far better results.

Copying competitors would only yield average results, and no one wants to keep up with their competition – they want to take over their competition!

So we mapped out the process and highlighted how a new strategy could give us the breakthrough we were looking for.

It was also very different to what every other real estate agency was doing.

Armed with this new knowledge and strategic direction, we created a new campaign which refined the audience BEFORE showing the ad by creating a unique 2 step sales funnel plus three uniquely different face-to-camera video ads using our direct-response style of advertising which;

Invokes Curiosity

Presents a Problem

Agitates that problem further

Gives a Solution

Then reveals a successful Outcome

(CPASO)

The results of the new campaign?

177 Appraisal leads at an average cost of $94 per lead with a contracted sign up rate to list the clients property of 30%.

Appraisals: 177

New Property Listings as a result: 53

Average sales commission p/property: $14,500

Total Ad spend on Facebook: $16,787

Total return on investment if all listed properties sold: $768,500

Additional notes:

It’s important to note that as a side effect of the campaign structure, more visitors attended home opens as a direct result of seeing the listing on Facebook. This opened new opportunities to give additional appraisals which resulted in new listings. We have not added those listings to our numbers above as they are not tracked within the Facebook platform.

All of these amazing results came on the back of running an Breakthrough Advertising campaign!

Highly Successful & Evergreen Advertising

If you’ve ever run Facebook(TM) ads before you may have experienced ad fatigue. This is where your ads stop performing.

However, when done well ads can be evergreen and last for months, a year or even longer – without the need to update.

This is the case with the winning ad and funnel we created above. The winning ad has been running since the August 2017 and is still producing results when this was written (May 2019) generating new appraisal leads.

Why do a Breakthrough Advertising campaign?

It’s been said that in 1970 people were being exposed to approximately 500 ads a day whereas today is more likely to be in the range of 4,000 – 10,000!

Think about where these ads show;

Website banners

Packaging

Car stickers

Billboards

Product names on your apparel

Radio

TV

Podcasts

On the train/tram

Postage stamps

YouTube videos

Email

With so many different forms of advertising bombarding individuals it’s even more important for your ads to make an impact that drives a response of some kind.

This is especially true at the pointy end of business – where you want a return on your investment in the form of a lead or a sale.

So doing what everyone else is doing is unlikely to cut it. You’ll just get the same results they are.

Who should do Breakthrough Advertising?

Business is an ever changing and evolving marketplace where whatever you do successfully today will be copied by someone else in the near future.

Staying ahead of your competition means continually looking for that edge in business.

In a noisy world of advertising messages there are three key factors that convert;

Getting in front of the right customers

Creating an ad that motivates that customer to take an action

Ensuring the experience from a click to conversion is cohesive, enticing and clear.

So in the case of ‘who should do Breakthrough Advertising’ our answer is simple. If you’re not successfully doing all three of the above – you might want to consider a new strategy. Also, if you’re a startup company or never generated leads and sales using digital marketing before, you should first start with an breakthrough advertising campaign.

Finally, we believe every business should do cyclical Breakthrough Advertising simply because the market constantly changes.

Some businesses will have shorter cycles than others. Those cycles may vary from three months to three years. So whatever your cycle is, once that ends it’s time to create something new using new market intelligence, new angles and approaches and even finding new audiences.

Want your own breakthrough?

Simply use the form below to speak with one of our senior strategists about breakthrough advertising.

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“We didn’t use social media the right way like we do now and I’m so glad Digital Domination helped us put a plan in place. Today social media is our #1 channel to generate new appraisal leads out of everything else we do.”

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Owner & Principle @ Ray White Uxcel

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“We didn’t use social media the right way like we do now and I’m so glad Digital Domination helped us put a plan in place. Today social media is our #1 channel to generate new appraisal leads out of everything else we do.”